Critique of FY 1984 Advertising Mix Test of Wharton Center for Applied Research.

Abstract

Mathematical and statistical theory together with data analysis of the Wharton Center for Applied Research(WCAR) Final Report on the FY 1984 Advertising Mix Test shows that: (1) The conclusions with respect to budgetary amounts and proportions in the WCAR report are not supported by the evidence. (2) The models and analyses utilized by WCAR are not correct and tend to be misleading. (3) Serious questions are present with respect to the data and design. It is concluded that no reliance should be placed on the WCAR Report and, in particular, reliance should not be placed on any of the budgetary recommendations made with respect to advertising in this report. Keywords: Advertising Policy Evaluation; Interactive Statistical Models; Significance Tests; and Economic Isoquant Theory.

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Document Details

Document Type
Technical Report
Publication Date
Sep 01, 1986
Accession Number
ADA173653

Entities

People

  • Abraham Charnes
  • B. Golany
  • P. Brockett
  • William W. Cooper

Organizations

  • University of Texas at Austin

Tags

Communities of Interest

  • C4I

DTIC Thesaurus Topics

  • Business Administration
  • Contracts
  • Data Analysis
  • Data Mining
  • Data Science
  • Economic Forecasting
  • Information Processing
  • Information Science
  • Marketing
  • Probability
  • Random Variables
  • Recruiting
  • Statistical Analysis
  • Statistical Inference
  • Statistical Tests
  • Texas
  • United States

Readers

  • Economics
  • Government Contracting/Procurement.
  • Theoretical Analysis.